Research on Retailer’s

preference for

Britannia products

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Britannia Industries

Limited (A WADIA Enterprise) is an Indian food-

products corporation based in Bangalore, India. It

sells its Britannia and Tiger brands of biscuit

throughout India. Britannia has an estimated

market share of 38%.

The Company's principal activity is the

manufacture and sale of biscuits, bread, rusk,

cakes and dairy products.

About

To identify the satisfaction level of retailers

towards Bakery products of Britannia.

To identify the preference of retailers towards

Britannia’s Bakery products.

To identify the awareness and availability of

Britannia Bakery Products in the market.

To identify the various competitors of

Britannia Bakery Products and the preferred

brands of the retailers.

Research Objectives

H1: There is a significant difference in overall

satisfaction level of retailers on the basis of margin.

H2: There is a significant difference in overall

satisfaction level of retailers on the basis of services

provided by the company.

H3: There is a significant difference in overall

satisfaction level of retailers on the basis of delivery

of products.

H4: There is a significant difference in overall

satisfaction level of retailers on the basis of

availability.

Hypothesis

To investigate and analyse retailer’s preferences

and satisfaction level towards Britannia bakery

products over other bakery products. A

questionnaire was developed with 14 closed and 1

open-ended question related to satisfaction level

of retailers of Britannia bakery products.

Research Methodology

https://goo.gl/forms/XEAefrz5Ztj3QGah1

Questionnaire

In order to achieve the objective it is necessary to talk to the retailers and public to draw the conclusions regarding the objective. For collecting the relevant information; a questionnaire was designed. The questionnaire was designed in such a manner to achieve the objective of the researchand so a sample size of 52 was taken and were surveyed.

Research Design

Significant difference in overall satisfaction level

of retailers on the basis of margin.

Hypothesis 1 :-

Highly Satisfied Highly Unsatisfied

Significant difference in overall satisfaction level

of retailers on the basis of services provided by the

company.

Hypothesis 2 :-

Highly Satisfied Highly Unsatisfied

New Text

Significant difference in overall satisfaction level

of retailers on the basis of delivery of products.

Hypothesis 3 :-

Highly Satisfied Highly Unsatisfied

New Text

Significant difference in overall satisfaction level

of retailers on the basis of availability.

Hypothesis 4 :-

Easily Available Not Available